What is the phygital experience: the new marketing trend

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Alexa, turn on the hallway light! Does this phrase sound familiar to you? You may not have yet taken the plunge into the growing trend of smart speakers, but you surely know a family member or friend who already programs the heating, activates the alarm or opens the blinds with a simple voice command. When was the last time you went to a restaurant?

With the current COVID-19 health cmo email list emergency, the vast majority of restaurants have opted to display their menus by scanning a QR code using a smartphone.

Without realizing it, you have been and are subject to phygital marketing on a daily basis, but… what is it?

Phygital: an integrated marketing experience
The term phygital comes from the combination of the English terms physical and digital. When we talk about phygital, we usually refer to a type of user shopping experience or a marketing strategy. Phygital tries to combine the best aspects of the online world with those characteristics most loved by offline users. All this with the purpose of generating a more complete and satisfactory shopping experience for the customer, as well as creating new business opportunities for companies and industries.

Even though we are becoming more and more dependent on technology, we humans still yearn for those personalised, intimate experiences that only direct contact can offer. Phygital creates a bridge between a user and an activity ; it makes this experience so fluid that the customer won't even notice that their life has become somewhat simpler.